New Media and the Postmodern Loss of Authorship

Topics: Advertising, Mass media, Twitter Pages: 15 (2477 words) Published: April 27, 2014
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Writing and Publishing
Online Media and Electronic
Media
New Media and the postmodern loss of authorship.

By: www.TIMHAN.me
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Revised on: 02/05/2013

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Contents
Page
1. Introduction ………………………………………………………………….3 2. Tipp-ex Campaign………………………………………………………...…4 3. Google Glass Campaign………………………………………………….5-6 4. Convergence…………………………………………………………..……7-9 5. Engagement……………………………………………………………..…10-12 6. Medium is the message……………………………………………………..13 7. Conclusion…………………………………………………………………….14 8. Bibliography…………………………………………………………...………15

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INTRODUCTION
By 2016 it’s been predicted that there will be more mobile devices than people living on planet earth, it’s been said that there will be over 10 billion internet connected devices around the world (BBC, 2012). The 21st century consists tech-savvy consumers in hand with these high tech devices that are connected to the worldwide web, it has created a new generation of consumers that are constantly communicating thus nothing goes unheard, the rise of social media sites has allowed users from around the world to stay connected with one and another freely voice their own opinions to the masses. The two advertisements chosen were specifically picked as their fine examples of successful new media projects that clearly have adapted the new forms of media interaction, focusing on the two examples, I will be using the two advertisements in order to explain how the development of technology in postmodern media culture have resulted in a change in the way advertisers are now targeting and engaging with their specific markets. The essay will be focusing on two New Media projects ‘Tippex Bear and Hunter campaign’ and the ‘Google Glass campaign’; I will be using these two examples, in order to come to an accurate summary on how advertisements in the 21st century have blurred the boundaries between the user and the producer.

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Tippex-Hunter and Bear Experience Campaign

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Background:
Hunter and Bear campaign featured an advertisement created by Buzzman (USA) for Tipp-Ex (a brand of correction fluid). The campaign launched on Youtube in 2012 and in just under 2 weeks generated over 6 million hits.

Viral Video:
The hunter and the bear advertisement is a short 30 second advertisement that displays two characters fearing for their lives as a meteor hurls towards their direction but to avert catastrophe users are given the option to type in and change the date in the place of ‘2012’, as soon as the user’s does so, the Tipp-EX facilitates corrections and links the user to over hundreds minutes of fun and engaging content split in to over 40 different scenarios depending on the year chosen. On one of the clips the user is even asked to blow down a microphone to blow out Mr Bear’s birthday cake.

Project Glass #IfIHadGlass Campaign
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Background:
The project glass #IfIHadGlass campaign is an advertisement created by Google that heavily focused on creating a buzz and a demand using the twitter hash tag #IfIHadGlass for its wearable augmented reality glasses. ‘Instead of relying on press analysts, and influencers tell the story; Google relied on the voices and visions of the market. Less then 1% of the total buzz was generated by the top 6 press outlets while almost 92% of the traffic was generated on Twitter’ (Forbes, 2013). Google required users that wanted to trial the glass to follow the following three simple steps that involved (1) Becoming part of...


Bibliography: London: Routledge, 1996. Google books. Web. 20 Jan 2013.

BBC NEWS, 2012
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